Presentation delivered at the National CoP Workshop 2010

1. Terry Meisenbach (Amy Hays, Anne Adrian, Karen Jeannette, Mike Lambur) National eXtension CoP Workshop Austin TX June 8, 2010 Marketing for the New Millennium

2. Content,Communities, Connections

3. Then vs. Now Broadcast Tools were fairly constant (Magazines, Newspapers, TV, Radio, etc.) Communities were geographically-based Niche & Engagement Tools will not stay constant Communities will change and shift

4. A Quiz Name your product Name one person you know who uses your product Describe this person in one sentence . How did this person learn about your product?

5. The Social Media Mystique

6. Social media has overtaken pornography as the #1 activity on the web

7. We don’t have a choice on whether we DO social media, the question is how well we DO it.—Erik Qualman, Socialnomics

8. Environmental Scan More than 400 million active FB users 50% active users log onto FB daily People spend over 500 BILLION minutes per month on FB Average FB user has 130 friends 70% of FB users are outside the U.S.

9. Social Media Marketing & The Differences You can buy attention (advertising) You can beg for attention from the media (PR) You can bug people one at a time to get attention (sales) Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.

10. Free

11. A Quiz Describe in one sentence a person you don’t know who should use your product Where does the person you just described learn about your product? Discuss the differences

12. World Wide Rave David Meerman Scott

13. Rules of the Rave Nobody cares about your products (except you) -create something interesting No coercion required-something worth sharing Lose control of your content-Totally free and freely sharable Put down roots-join communities Create triggers that encourage people to share-share successes Point the world to your (virtual) doorstep-online buzz

14. Generate a Rave Have fun-people want to interact with people they like Join-have everyone in your CoP create personal profiles Participate-be an online thought leader-create and host a group Be available-encourage people to contact you; create links so people can get your online content Experiment-great online playgrounds Target-target a niche market

15. Social media must be an integrated part of the marketing mix—not a silo where only the millennial generation are allowed to work.

16. The point of social media, just like television, just like radio, is not the technology. Technology will change—quickly.

17. People participate in social media not to experience cool technology, but to build connections and relationships.—Elizabeth Gregory North, Texas AgriLife Extension

18. Are Baby Boomers The Unicorn In Social Media? 35-40 Million still reachable!!!

19. Integrate RSS feeds and widgets—putting info where you need it (and want it) Use multiple networks—Use blogs, Twitter, Facebook, Flicker, YouTube, and more together

20. Engagement Does it all matter without the engagement?

22. Marketing is Someone Else’s Job

23. Marketing can be (should be) done by everyone—Anne Adrian, eXtension

24. A Quiz Describe the last thing you purchased costing more than $100. Where did you purchase it? Where did you research it? Who helped in your decision making process? Why?

25. Environmental Scan Women (53%) outnumber men (47%) on Twitter 5% of users account for 75% of Twitter activity 50 million tweets per day 65% of all Twitter users are under 25

26. A Quiz Think back to the last book you purchased/checked out from library, movie you rented/saw… Why did you make that choice? Who influences such decisions? Why?

27. Road Rules Don’t Twitter a million messages because you can Give followers relevant information Post to Facebook remembering that many users log on in the morning and evening Give people a chance to like or comment—timing.

28. Environmental Scan 55.9% of all website referrals go to a social network, entertainment website, or blog Over 50% of the world’s population is under 30 6 in 10 of Americans get some news online in a typical day

29. Road Rules Find out how FB uses via & Twitter uses retweets and @ tags Give credit and share your good information finds Create a network by how you use the tools

30. Environmental Scan 69% of online adults have used the internet to watch or download video, with 18-29 year-olds leading the way. Educational videos, rising in viewership from 22% to 38% of adult internet users Uploaders are just as likely to share video on social networking sites like Facebook (52% do this) as they are on more specialized video-sharing sites like YouTube (49% do this).

31. Marketing in the New Millennium

32. in some basic ways is a lot like marketing in the old millennium

33. The essence of strategy is choosing what not to do. – Michael Porter, Institute for Strategy and Competitiveness

34. Environmental Scan About 57 percent of adult internet users in the United States said they have entered their name into a search engine to assess their digital reputation When compared with older users young adults are more likely to restrict what they share and with whom they share it.

35. The Fundamentals Target Audience Communications Goal(s) Key Message(s) Channels & Tools

36. Target Audience Internal/External Demographic Local/Regional/National Occupational Primary/Secondary Potential

37. Customers buy for their reasons, not yours. – Orvel Ray Wilson, Guerilla Selling

38. When you say "New Millennium" it brings to mind understanding our younger audiences and how we must adjust the way we reach out to them. They want information in different ways. They are more cynical and aware when they are being pitched—Suzanne Steel, Ohio State

39. Communication Goals Reach people Create awareness Change practices Improve knowledge Get money Motivate to… Engage

40. Key Messages Who are you What makes you relevant What makes you different Why should anyone pay attention What do you do/what don’t you do Specific things you want to accomplish

41. Channels & Tools Social media Facebook Twitter Blogs Search Engine Optimization E-mail newsletters Traditional channels

42. I think we in marketing understand many in our organizations should have access to our social media accounts, be active in social media but if there are no agreed-upon goals, no planning, no coordinator, then the effort can be spastic and yet consume a lot of floundering-around time. –Lynette Spicer, eXtension

43. Marketing Your CoP Wrangle a communications/marketing expert Develop a realistic/practical but comprehensive communications plan Think outside the box Look for opportunities Set aside some dollars for marketing

44. Takeaways Social media MUST be in your marketing mix EVERYONE must do marketing Know YOUR audience Marketing for the NEW millennium is the similar as marketing for the OLD millennium Get a professional involved!

45. References World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories, David Meerman Scott Socialnomics: how social media transforms the way we live and do business, Erik Qualman

46. References Social Media Marketing GPS: A Guide to Social Media 1 Tweet at a Time, Toby Bloomberg The Whuffie Factor: Using the Power of Social Networks to Build Your Business, Tara Hunt